From the Codex //011: What to Post for a Launch: Content Strategy by Phase Using the Brand Demand Framework™
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Discover the 5-phase brand launch framework designed to align your content with buyer psychology, increase demand, and simplify your entire pre-launch process. Mo more throwing content at the wall and hoping it sticks.
If You’re Not Seeing Sales, It’s Not a Content Problem. It’s that your content doesn’t move your audience through the buyer journey.
If your last launch felt like you were throwing content at the wall hoping something would stick, that’s far more common than you would think.
This is one of the most common patterns I see:
Coaches, creators, and thought leaders pour hours into Reels, emails, and stories only to walk away with a handful of likes, minimal engagement, and barely any sales.
Not because their offer wasn’t aligned.
Not because their audience isn’t warm.
But because the content didn’t follow a strategic rhythm that matches how people actually make buying decisions.
That’s why I created the Brand Demand Launch Framework™ a 5-phase strategy that maps your content to your audience’s emotional readiness, so your launch leads to conversion, not just engagement.
In last week’s post, I broke down the emotional arc of a successful launch:
Know → Like → Trust
and how it fits (or more often doesn’t fit) into traditional launch models.
Today, we’re taking it deeper, into execution.
This is your strategic breakdown of what to post, when to post it, and why it works at each phase of the Brand Demand Framework™.
The 5 Phases of the Brand Demand Launch Framework™
Before we dive into the content strategy, let’s do a quick recap the 5 core phases of the framework:
Awareness: Build visibility and brand recognition
Connection: Establish emotional resonance and energetic rapport
Authority: Demonstrate expertise and deepen credibility
Activation: Create strategic movement before the pitch
Conversion: Confidently invite the sale
Each phase isn’t just about posting more, or even posting “better” content. It’s about posting with intention, based on where your audience is in their decision-making process.
Let’s break each phase down deeper.
Phase 1: Awareness (Know)
Goal: Be seen. Be known. Be remembered.
Your audience can’t buy from you if they don’t know you exist. But visibility isn’t just about being seen, it’s about being remembered. The goal here is to introduce your presence, communicate your essence, and spark curiosity without overexplaining or overselling. This is where brand awareness meets resonance.
What Your Audience Needs:
They need to know you exist and what you stand for.
They’re asking: Who are you? Is this relevant to me? Why should I pay attention?
Content to Post in the Awareness Phase
Platform Tip: Go wide here. Short-form, high-visibility content works best: Reels, TikToks, carousels, and SEO-optimized posts that drive reach.
Phase 2: Connection (Like)
Goal: Build resonance, relationship, and emotional safety.
Once someone knows who you are, the next step is to build affinity. This is where you deepen the relationship, bridge emotional connection, and show that you truly see your audience, not just pitch to them. It’s where your content shifts from presence to intimacy.
What Your Audience Needs:
They need to feel seen, understood, and emotionally connected to you.
They’re asking: Do I like this person? Do I resonate with how they think? Do I feel safe and inspired in their world?
Content to Post in the Connection Phase
Platform Tip: Focus on formats that allow for depth and storytelling: email, longer captions, carousels, podcast clips, and connection-focused Reels.
Phase 3: Authority (Trust)
Goal: Build credibility, demonstrate depth, and position yourself as the expert.
Now that your audience knows you and likes you, it’s time to help them trust you. Not just emotionally, but logically. This phase is about showing that you’re not only relatable, but reliable the person who can get them results. You’re no longer just a voice in their feed—you’re the voice they want to follow.
What Your Audience Needs:
They need to believe you can help them.
They’re asking: Can I trust this person to lead me? Do they know what they’re doing? Have they done it before?
Content to Post in the Authority Phase
Platform Tip: Lean into depth + delivery. Mid-length and long-form formats like carousels, live videos, YouTube, and blog posts work well here. Don’t be afraid to repurpose high-level client wins or frameworks across multiple formats.
Phase 4: Activation (Desire)
Goal: Spark movement, momentum, and micro-conversions.
By now, your audience knows who you are, likes your voice, and trusts your expertise, but trust alone doesn’t sell. Activation is about turning interest into intention. This is the bridge phase where you invite your audience to engage, reflect, and envision themselves inside your offer; without pitching it directly.
What Your Audience Needs:
They need to feel momentum and a sense of personal relevance.
They’re asking: Is this for me? Am I ready for this? Can I see myself doing this?
Content to Post in the Activation Phase
Platform Tip: Start seeding across platforms. Emails, stories, and posts should begin guiding your audience toward decision-making. Mid-length formats with strong hooks and relatable storytelling perform well here, especially paired with soft CTAs.
Phase 5: Conversion (Commitment)
Goal: Invite the decision with clarity, confidence, and congruence.
This is the moment your audience chooses to step into your world, or not. And your job is not to convince, but to clarify. If you’ve walked them through the previous phases with intention, this is where the yes becomes obvious. It’s less about urgency and more about alignment.
What Your Audience Needs:
They need a confident invitation to say yes.
They’re asking: Is this the right fit? Is this the right time? Can I trust myself to invest?
Content to Post in the Conversion Phase
Platform Tip: Go deep, not wide. Use intimate, high-conversion platforms like email, DMs, and stories. The content here should feel like a one-on-one conversation, not a megaphone announcement.
Final Thoughts: This Is What Strategic Launch Content Actually Looks Like
If your content isn’t converting, it’s not because you’re not “posting enough.”
It’s because your content isn’t meeting your audience at the right emotional moment.
When you align your message to your audience’s psychology, sales become a natural next step, not a pushy pitch.
This is the strategy I use across every offer in the Irisel Aesteria brand, from high-ticket brand consulting to low-ticket products and launch-based programs.
You can map this to your own content calendar.
You can integrate your brand archetype into each phase.
You can shift from pressure → precision.
The Brand Demand Framework™ gives you a map.
Now it’s time to walk your audience through it, phase by phase.
Want help mapping this to your next launch?
Inside Aesteria Academia, I’ll help you implement the Brand Demand Framework™ into your entire launch, from content planning to messaging strategy to buyer psychology mastery.
Or just want to master persuasive content first?
Grab Content to Cashflow: my $27 course that teaches the fundamentals of writing content that converts.
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